Automation + Human Connection = Success

Is Automation Killing Your Sales? AI and automation have been absolute game changers for those of us who’ve embraced them. As a business owner, I know firsthand how automation can scale outreach, systemize follow-ups, and keep our brand in front of consumers without requiring us to be glued to our phones 24/7. In my real estate business, AI helps us respond instantly to new leads, follow up with over 77,000+ contacts in our CRM, and run automated drip campaigns that nurture potential clients. It allows us to be everywhere at once, keeping our pipeline full.

But here’s the real question: has all this automation actually increased our sales? Have we deepened our relationships with our clients?

For decades, sales have been built on trust—a handshake, a real conversation, a personal touch. Without a doubt, automation has made lead generation and follow-ups easier, but is the goal easier or is the goal SALES? Maybe the answer is a little bit of both! But here’s what we found: Too much automation was actually costing us business.

The hard truth? People buy from people, not from automated systems.

The Shift: Bringing Back Human Connection 

After reviewing our conversion rates, we realized that while automation kept us in front of leads, it wasn’t converting them. So, we made a crucial shift:

A Nine-Day Blitz of Real Conversations Every new lead still gets automated emails and texts, but now, within the first nine days, our sales team makes four direct phone calls. Why? Because you can’t automate real relationships. 

A voice, a conversation, a real human interaction—this is what builds trust.

Personalized Video Messaging Want to instantly connect with your leads? Video. We created short, generic videos for each stage of the sales process—introducing ourselves, explaining next steps, and making sure clients see our faces and hear our voices. 

A text is forgettable. Video builds familiarity. 

Think about it: Have you ever followed someone on social media that you’ve never actually met, yet you feel like you know them? You see them, hear them, watch how they interact. That’s exactly what video does for your sales process—it builds a relationship before you’ve even met in person.

Newsletters: A Lesson in Personalization 

Let’s look at it another way: newsletters. For years, businesses created newsletters and physically snail-mailed them to clients. Eventually, that became cost-prohibitive, so businesses turned to e-newsletters. But here’s the problem—when you get a stock, AI-generated, or copy-pasted newsletter in your inbox, you know it immediately. 

They don’t feel personal. They feel like mass communication.

We did the same thing in the beginning—until we noticed our open rates were barely in the low teens. People weren’t engaging. So, we ran a test: 

We started sending out a newsletter every month, but this time, we included a personalized video from our Co-Founder, explaining something related to homeownership, a ‘Tip & Trick’, or market data. 

Guess what? Our open rate TRIPLED. Why? 

Because people are craving real, personal connection. And when they saw a familiar face, heard a real voice, and felt like they were being spoken to directly, they engaged. It wasn’t just another mass email—it was a conversation.

And guess what happened to our outbound phone call answer rate? It INCREASED. By a lot. 

Because the consumer actually felt like they knew us, we were no longer ‘strangers.’

Automation + Human Connection = Success

Now, don’t get me wrong, we love AI and know automation is a powerful tool—and when used as a supplement, it can absolutely grow your business and free up your focus. But here’s where most businesses go wrong: they automate everything and lose the very thing that makes people want to do business with them—relationships.

Think about your own habits. Do you answer a cold, automated text? Do you feel a connection when an AI bot emails you? Probably not. But when a real person calls you, sends you a personalized video, or genuinely engages with you on social media, you’re far more likely to respond.

Businesses that thrive today don’t choose between automation or human connection—they master the balance of both. If your sales have slowed, your closing rates aren’t where they should be, or you feel like you’re drowning in automation but not seeing results, ask yourself: 

is there any human touch in my business?

More about Courtney

Meet Courtney, CEO of The Bourland Real Estate Team. A dynamic leader and visionary, Courtney's passion for both her family and serving people is the driving force behind her success. With over 30 years of experience in the industry, she has encountered and conquered every challenge imaginable, making her a seasoned expert in her field.

Born and raised in a real estate-centric environment, Courtney's love for the industry runs deep. Her profound understanding and knowledge of the real estate market have been instrumental in propelling The Bourland Real Estate Team to unprecedented heights. In fact, our team proudly stands among the top 1% nationally, a testament to Courtney's unwavering dedication.

At The Bourland Real Estate Team, we firmly believe that our success lies in our people. Courtney's leadership fosters a culture of love, support, and continuous growth. With comprehensive training and preparation, every member of our team is equipped to deliver exceptional service and ensure the best possible outcomes for our valued clients.

If you're ready to embark on your real estate journey, don't hesitate to reach out to Courtney or any of our team members. Courtney thrives when helping other REALTORS succeed and buyers and sellers reaching their financial goals.